LeEco Film Studio - Post-Release Advertising Monitoring for a New Film
Company overview
LeEco Group was founded in 2004 and is one of the earliest Chinese companies to operate a network video platform. After years of development, it has gradually established a vertically integrated LeEco ecosystem centered on the core model of 'platform + content + terminals + applications.' Its business operations span internet video, film production and distribution, smart terminals, large-screen application markets, e-commerce, and internet-connected intelligent electric vehicles. The group operates multiple subsidiaries including LeEco Network, LeEco Film Studio, LeEco Zixin, and LeEco Holding, all committed to integrating culture, technology, and internet-based innovation across multiple dimensions
Research background
In August 2012, the film 'Disappeared Bullet,' co-produced by LeEco Film Studio, premiered nationwide. To maximize the film's overall impact, LeEco Group launched a series of promotional activities in cinemas across the country, including signage installations, promotional board placements, and preview film screenings. To ensure comprehensive and effective deployment of promotional materials and to promptly monitor the execution of promotional campaigns in cinema terminals, LeEco Group decided to engage a third-party agency to conduct systematic monitoring and evaluation of the campaign's implementation process
Research scope
In September 2012, CEIDEA Research was commissioned by LeEco Group to conduct a mystery shopper monitoring study on the promotional execution of the film 'Disappeared Bullet' across cinemas nationwide. The study covered 54 cities in 5 provinces, involving 244 cinemas. Key focus areas included promotional displays such as posters, promotional boards, and exhibition racks, preview film screenings, interactive activities, and the level of cooperation from cinema staff regarding the film's promotion. Research personnel entered cinemas as regular viewers, used standardized checklists to document on-site conditions, and collected photographs or videos as supporting evidence
Expected outcomes
This study provides LeEco Group with comprehensive data on the actual execution rate and effectiveness of promotional materials deployed in cinema terminals. The findings reveal both consistency and disparities in promotional execution across different regions, and identify instances where promotional materials are missing or poorly implemented. These insights serve as a reference for refining future advertising strategies and improving execution management with partners, ultimately enhancing the overall effectiveness of film promotion and return on investment efficiency
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